Making the Most of Your Content for Blended Search - Keep it Interesting and Remember the Basics
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You may not be happy about needing to change the way you approach content creation on your web site, but let’s face it, this isn’t the first time we’ve had to change for the search engines, and it probably won’t be the last. Thankfully, a lot of the old rules still apply – make a site that’s interesting and you will be rewarded. In fact, if David Davies of the company Beanstalk Search Engine Positioning is to be believed, the search engines have gotten better at tracking which sites are “interesting,” at least from the visitors’ perspective.
“I’ve mentioned before and I’ll mention again, the search engines have the ability to monitor the length of time a visitor spends between visits to that engine,” Davies notes. “If you…only spend 5 seconds [on a site] before hitting the back button Google can infer that the site was not what you were looking for. If it was 5 or 10 minutes before you returned back to Google they could thus infer that you found content you found useful to your query.”
This means that, even with blended search, the basics of SEO are still important. Produce interesting content; create compelling titles; get the word out where people will link to it. Make it easy to link to your content and to tell other people about your content; this is why every article on SEO Chat has buttons to let you add a link to a variety of other social media sites.
What will happen if you don’t optimize for blended search and fail to promote your site in social media? SEO-Space has the answer to that question: “If you do not begin optimizing for universal search results as part of your online marketing strategy now, you may cost yourself more in the end. As you drop in search rankings, you may be forced to increase your pay per click spend driving up your online advertising expenditure.”
The effects for social media could be even longer term. Think about Club Penguin. The young kids and tweens that are using this site and others like it are growing up with social media. And they are your future customers. Good luck!
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